Dana Lascu

Professor of Marketing

Selected Publications


D. Lascu and G. Hiller, International Marketing, sixth edition, Textbook Media, 2019; 575 pages.

K. Clow and D. Lascu, Marketing: Essentials, sixth edition, Textbook Media, 2018; 503 pages.


L. Manrai, D. Lascu, and A. Manrai, “A Study of Safari Tourism in Sub-Saharan Africa: An Empirical Test of Tourism A-B-C (T-ABC) Model,” Journal of Business Research, 2019, forthcoming.

P. Kotler, L. Manrai, D. Lascu, and A. Manrai, “Influence of Country and Company Characteristics on International Business Decisions: A Review, Conceptual Model, and Propositions,” International Business Review, 2019, forthcoming.

L. Manrai, A. Manrai, D. Lascu, and S. Friedeborn, “Determinants and Effects of Cultural Context: A Review, Conceptual Model, and Propositions,” Journal of Global Marketing, 2018, forthcoming.

Nijjer, S. Raj, D. Lascu, and V. Ongsakul, “Individual Differences and Turnover Intentions: Perspectives from the Indian IT Industry,” Journal of Global Business Advancement, 2019, forthcoming.

D. Lascu, L. Manrai, A. Manrai, and Allison Gan, “A Cluster Analysis of Tourist Attractions in Spain:  Natural and Cultural Traits and Implications for Global Tourism,” European Journal of Management and Business Economics, 2018, Vol. 27, No. 3, pp. 218-230.

L. Pizzagalli, A. Sharma, and D. Lascu, “Marketing at the Bottom of the Pyramid: Serving, and in the Service of Low-Income Consumers,” Innovative Marketing, Vol. 14, No. 2, 2018, pp. 35-40.

D. Lascu, D. Dickerson, B. Jamiyansuren, and O. Yadamsuren, “Adapting Marketing Strategies in Emerging Markets: Perspectives from Kazakhstan and Mongolia,” Journal for Global Business Advancement, Vol. 10, No. 5, 2017, pp. 546-566.

Lascu, M. Marcheva, and K. Thieringer, “Magazine Online Advertising in France and the United States,” Journal of Fashion Marketing and Management, Vol. 20, No. 1, 2016, pp. 120-135.

Lascu, C. Cotter, M. Sato, and T. Wing, “Indicators of Product Quality: Faith Labels as Branding Tools,” Innovative Marketing, Vol. 12, No. 2, 2016, pp. 29-32.

L. Manrai, A. Manrai, D. Lascu, and D. Dickerson, “Retail Developments in Poland, Kazakhstan, and Ukraine: A Comparative Analysis,” International Journal of Business and Economics, Vol. 14, No. 1, 2015, pp. 63-77.

D. Lascu, “Marketing to the Subsistence Consumer: A Comparative Analysis,” Innovative Marketing, Vol. 10 (3), 2014, pp. 37-41.

D. Lascu and K. Clow, Website Interaction Satisfaction: A Reassessment, Interacting with Computers, Vol. 25 (4), 2013, pp. 307-311.

S. Kessler, J. Hernik, and D. Lascu, The Genesis of Robitussin's 'Ask Your Doctor' Campaign - The Prevalent Theme of Pharmaceutical Advertising for Four Decades, Innovative Marketing, Vol. 9 (2), 2013, pp. 68-75.

D. Lascu, A. Manrai, L. Manrai, and F. Brookman-Amissah, Online Marketing of Food Products to Children: The Effects of National Consumer Policies in High-Income Countries, Young Consumers, Vol. 14 (1), 2013, pp. 19-40.

L. Manrai, A. Manrai, and D. Lascu, “Retailing in the Transition Economies of Poland and Romania: A Comparative Analysis” Journal of Marketing Channels, Vol. 19 (4), 2012, pp. 272-294. 

B. Jamiyansuren and D. Lascu, Consumer Aspirations and Intentions: An Evaluation of Housing Products and Services in Mongolia, Innovative Marketing, Vol. 8 (4), 2012, pp. 35-45.

J. Hernik and D. Lascu, Small and Medium Enterprises - Service Pricing Strategies in an Economic Crisis Environment, Folia Oeconomica, 298 (69), 2012, pp. 29-38.

Joanna Hernik, Dana N. Lascu, An Analysis of Social Campaigns Aimed at Reducing Alcohol Consumption: The Case of Poland, Equilibrium, 2012

Dana N. Lascu, Evelyn Soto Amesquita, Branding the Controversial: Challenges in Destination Branding, Innovative Marketing, 2011, 23-29

Dana N. Lascu, Ajay Manrai, Lalita Manrai, Zeynep Bilgin, Gerhard Wuehrer, A Comparative Study of the Degree, Dimensionality, and Design of Consumer Ethnocentrism in Austria, Poland, Turkey, and USA, Journal of Euromarketing, 2010, 227-246

Joanna Hernik, Dana N. Lascu, Post-Communist Country Branding: The Case of Poland, The Central European Journal of Regional Development and Tourism, 2010, 54-70

Lance E. Brouthers, Dana N. Lascu, Steve Werner, Competitive Irrationality in Transitional Economies: Are Communist Managers More Rational?, Journal of Business Ethics, 2008, 397-408

Dana N. Lascu, Kenneth Clow, Web Site Interaction Satisfaction: Scale Development Considerations, Journal of Internet Commerce, 2008, 359-378


B.A., University of Arizona 1983

M.I.M., Thunderbird School of Global Management 1985

Ph.D., University of South Carolina 1991

Contact Information

374 Queally
(804) 289-8586
(804) 289-8878 (Fax)

Areas of Expertise

Marketing Research
International Marketing